Using Social Media  in University Fundraising                       Presented by:  Susanne Rockwell, SNCR Fellow, Universi...
Research methodology • Conducted a literature survey for similar surveys (not much out there)• Interviewed a dozen UC Davi...
Preliminary findings     41 answers     88 percent (36) from large public universiOes     35 (14) percent from universit...
Lack of integraOon apparent 
Squeezing social media into exisOng work 
Social media is tangental for fundraising 
Facebook rules 
Facebook most effecOve, too 
SkepOcism on current efforts     “Most effecOve is a stretch. The only place weve received any money is      from Facebook,...
Some hope for the future 
Comments     I think social media is the means to raise awareness and build engagement,      but not the vehicle to raise...
Most interesOng comment     With downward pressure on the tradiOonal fundraising channels (direct mail      and calling p...
Thank you!        For more informaOon, contact me at              sgrockwell@ucdavis.edu Take the survey at hfp://bit.ly/S...
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Using Social Media in University Fundraising

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Presented by: Susanne Rockwell, SNCR Fellow, University of California, Davis
(2010)

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Using Social Media in University Fundraising

  1. 1. Using Social Media  in University Fundraising  Presented by:  Susanne Rockwell, SNCR Fellow, University of California, Davis     5th Annual SNCR Research Symposium  November 4‐5, Stanford University    www.sncr.org 
  2. 2. Research methodology • Conducted a literature survey for similar surveys (not much out there)• Interviewed a dozen UC Davis communicators and fundraisers to create the surveyquestions• Edited survey after feedback from UC Davis marketing director and Nora GanimBarnes, Chancellor Professor of Marketing Director, Center for Marketing Research,University of Massachusetts Dartmouth•  Online survey using Qualtrics survey tool• To gather results, have been using social media, email, fundraising and alumniassociation blogs, connections to the Council for the Advancement and Support ofEducation, the National Association for Science Writing and the Association ofAmerican Universities to promote the survey
  3. 3. Preliminary findings   41 answers   88 percent (36) from large public universiOes   35 (14) percent from university college/school unit communicaOons   25 percent (10) from central communicaOons   10 percent (4) from development communicaOons   Majority had no idea how much Ome is used for social media fundraising 
  4. 4. Lack of integraOon apparent 
  5. 5. Squeezing social media into exisOng work 
  6. 6. Social media is tangental for fundraising 
  7. 7. Facebook rules 
  8. 8. Facebook most effecOve, too 
  9. 9. SkepOcism on current efforts   “Most effecOve is a stretch. The only place weve received any money is  from Facebook, and its been VERY modest. I dont currently believe  universiOes should expect to raise much money directly from social media.  Even Causes does not work well for universiOes.” 
  10. 10. Some hope for the future 
  11. 11. Comments   I think social media is the means to raise awareness and build engagement,  but not the vehicle to raise funds.   It seems useful for smaller gias, and those add up!   This will be a key component in fundraising, parOcularly for younger alumni.   I think referrals by friends will have the greatest impact, followed by a  mulOpronged approach that reaches audience members through television,  web video and print/web arOcles/blogs. 
  12. 12. Most interesOng comment   With downward pressure on the tradiOonal fundraising channels (direct mail  and calling programs) there is a huge need to focus on a mulO‐channel  markeOng approach. The fundamental shia in society toward social media  conOnues to drive who, what, where, and when people choose to give.  Social media may not raise massive amounts of funding, but it will enable  free‐flowing and consistent messaging from an insOtuOon with donors and  prospecOve donors. 
  13. 13. Thank you!  For more informaOon, contact me at  sgrockwell@ucdavis.edu Take the survey at hfp://bit.ly/SurveySocialMedia  Visit hfp://sncr.org 

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